Wednesday, 6 April 2011

Film Release Patterns: Definitions

Wide Release - This is the most common release pattern that is released nationally in all markets. This pattern is used by the majors, since this type of release pattern requires a heavy investment in prints and national advertising. It has to reach all markets which is expensive. The producers and distributors can realize revenues to recoup their investment in a shorter time period (provided that the film is successful). Revenues from DVD sales can also be realized faster from a quickly-executed theatrical release (the shorter the time period between the theatrical release and the DVD release, the greater the potential for DVD income).

The Modified Wide Release - The film will open in a few major markets and expand week by week to build awareness and allow positive word-of-mouth reputation to develop. This type of release would initially be supported spot advertising (advertising in a specific geographical area, such as a city) and may move to national advertising once it expands to other markets.

Exclusive and Limited Runs - Exclusive and limited runs begin with engagements at a limited number of screens, traditionally in large urban areas, such as Toronto. Based on favourable reviews and positive word-of-mouth, the film may move slowly to additional theatres. This release pattern is almost always used for upscale 'art-house' or foreign films and may be part of a plat-forming strategy, where critical acclaim in an important market will assist in providing momentum for a wide release.

Territorial Saturation - (a territory is an geographical area in which the film is released, i.e. Europe, the UK, USA, etc.)
Territorial saturation involves saturating a territory with bookings, heavy advertising and promotion, before moving on to another territory. This method would be used for films tailored to specific markets. In Canada, this would be seen with French-language films, which primarily would be well-received only in Quebec. It is also used by independent distributors for exploitation or family movies.

Universal Release – the film is released in several countries on the same day. For instance a major blockbuster is sometimes released in the USA and the UK on the same date.